This is the first in a series of region-specific blog posts dedicated to fostering strong, impactful and mutually beneficial business relationships around the globe.

Brazil. Just hearing the name, I instantly conjure up a dream world of vibrant colors, mouth-watering food and beautiful couples dancing the samba.  Stretching more than 2500 miles, Brazil touches nearly every country in South America, with the exception of Chile and Ecuador. Tourists flock there in droves…especially during the world famous festival known as Carnival.  Brazil is the only South American country in which Portuguese is the primary language, and the hospitality of its people is unmatched.

If you’re anything like me, you’re probably ready to jump on a plane and head for the equator – but don’t launch that travel app just yet Whether going for business or pleasure, it’s wise to study up on the area before booking that trip.  While Brazilians are well known for their courtesy and relative informality, there are still some fairly significant cultural taboos that visitors might find themselves unknowingly committing. I’ve outlined some of the more common ones below:

TIME IS RELATIVE ­– It’s true that time is theoretically important when visiting or doing business in Brazil. But in reality, if you’re on time, YOU’RE EARLY! Expect meetings to start anywhere between 5 and 20 minutes late, on average. If you’re headed to a party, fashionable lateness is recommended – 15 minutes is usually a respectable window.

‘OK’ MIGHT NOT BE OKAY – Gestures are a pretty huge part of communication in Brazil, but not all are created equal. Making the ‘ok’ sign is actually a sign of gross disrespect. There are some great videos on YouTube or other sites that go into great detail on non-verbal communications outside of the US.

PUTTING THE ‘GO’ IN NEGOTIATIONS – While it might seem counter-intuitive, negotiations in Brazil should not be about “getting down to business”. Instead, relationships take first priority. If anything is going to be accomplished, invest some up-front time in getting to know one another. Establishing trust is paramount to sustainable relationships.

DRESS TO IMPRESS – Brazilians take great pride in their appearance, and work hard to make a good impression. While personal styles vary greatly, visitors should be sure to put their best foot forward.  On the weekends though? (Nearly) anything goes! Remember….seasons are reversed in the southern hemisphere, so be sure to pack appropriately.

Are you planning to travel – or have recently traveled – to Brazil? Share your experience below. Be sure to check back next week when we explore Central America and Mexico. Ate logo!